Get to know motivation-based personalization and behavioral targeting.
For the most part, marketing to consumers has worked in broad strokes in the past. Rudimentary results like how many pages a given customer visited were beneficial in the short term, but essentially useless in keeping customers coming back. Such methods could tell marketers what a customer might be interested in, or related products, but that’s where the specificity ended. It‘s essentially throwing a group of things against the wall to see what sticks, and it leaves far too much up to chance — especially as the ongoing pandemic uncertainty whittles away at marketing budgets. How well do you know your customer? This is where motivation-based personalization and behavioral targeting comes in.
Instead of trying to guess which pieces of the puzzle might fit together, how great would it be if you could have a facsimile of the full image of the puzzle to work toward? Analogies aside, it’s vital for marketers to be able to display different calls to action, products, and services for different types of visitors. How about one more analogy: consumers expect the brands they like to speak their language, not have to learn a different language altogether.
Most brands think they know a sufficient amount about their customers. In reality, what they’ve done in the past just isn’t enough. To truly know and understand customer behavior, brands must break free from complacency with surface-level data and dig deeper.
Motivation-based personalization and behavioral targeting makes sure to speak directly to consumers, taking all available information about those exact consumers, and builds towards a customer profile that tailors custom marketing messages accordingly.
For RevTrax, Predictive Purchase Data (PPD) leverages over a decade of consumer behavioral insights, then compares that against sets of variables to deliver better performing offers and incentives.
Choose Variables
Maximizing ROI is the ultimate result, but the first step to marketing efficiency with motivation-based personalization lies in which behavioral insights to leverage to deliver promotions that match a selected audience’s previous behavior.
PPD expands on, and is the next evolution in, the use of machine learning and AI to classify consumers. The PPD’s causal analysis determines what it takes to motivate an individual to convert.
Configure Your Segments
This isn’t simply based on what brands previously knew about their customer base. Brands must understand how consumers react in real-time. To understand this constantly shifting dynamic, PPD works with shifts in consumer preferences to determine the best possible outcomes. Delivering promotions that sync up with behavior instead of demographics will drive specific and continued — not generic — conversions.
Launch Your Strategies
Consumer behaviors and preferences transcend industries, so PPD is universal. CPG brands can grow sales within grocery store verticals, or retailers can target those that may favor competitors or alternative products. Whether it’s price sensitivity or retailer rank, behavioral insights can be applied across any number of scenarios to be specifically tailored. Regardless of industry, the behavioral insights gained from PPD will allow brands to know their customers better than ever before, and have a proactive impact on promotional strategies.
Interested in learning more about your customers? We’d love to help with your motivation-based personalization and behavioral targeting needs. Speak to a specialist today about how Predictive Purchase Data can help.
